Client
Sports and Leisure Management Limited (SLM) has over 20 years experience managing local authority leisure contracts, and over 70 managed sites across the country, it is the longest established company of its kind in the UK. It has a turnover of 75 million per annum.
SLM had operated on a white label basis to local authority clients for many years. They produced sports promotions geared to specific preferences such as tennis, swimming, fitness suite, yoga and so on. While this strategy had served a purpose, the twin impacts of the social agenda for health and feedback from customers prompted a new approach. SLM believed it could offer more to its clients by promoting activity as a way of life and decided to take the company to a new level and a greater degree of visibility.
We transformed SLM by renaming the company and positioning it in the public eye as an activity leader. The name Everyone Active aligned SLM more closely with local council goals. We rationalised spend by eliminating all sports sub brands and we launched and delivered the brand across print, signage and screen. Profits grew exponentially following launch, even in the depths of recession, increasing by over 20% in the years following the rebrand.
Flame Awards 2010, 2013
ASA Swimtastic Awards 2013